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Giant, Burger King Teaming Up for Movie

NEWBURY PARK, CA (BRAIN)—Giant is partnering with Burger King Corporation in the “Transform Your Way” Game tied to the June 24 release of the motion picture “Transformers: Revenge of the Fallen.”

The Game runs from June 22 through July 19 and features a 2009 Giant Yukon FX appearing as one of the Game prizes on hundreds of thousands of trayliners, fry cartons and in-store POP. The Game materials will be distributed at over 7,000 participating Burger King restaurants across the U.S. and Canada.

“The brand and bike exposure with this game can’t be understated,” said Russ Okawa, Giant’s dealer services manager. “A Giant retailer could have someone enter his or her store saying, ‘Hey, I won a Giant bike!’ It happens.”

Last year, Giant Yukon FX bikes were awarded in Burger King restaurants “Reveal the Secret” Game linked to the movie “Indiana Jones and the Kingdom of the Crystal Skull.”

At Frankford Bicycle, in Girard, Ohio, owner Amy Frankford says she was surprised last summer when a “gentlemen in his 40s walked into the store. He was really excited that he’d won a Yukon FX.” Amy reports the winner also became a customer, as he wound up purchasing numerous accessories to go with his new bicycle. Bikes are awarded by certificate through Burger King; complete redemption instructions for the Giant retailer are included with the winner’s certificate.